Staying in an industry for as long as Volvo has is no easy task. There is a need to adapt and reach out to new clientele. There is marketing, engineering, technology and all other facets that come into play to ensure that Volvo doesn't get labelled as "your grandfather's car". Simply, there are expectations as well as a need for innovation.
Volvo can't be the latest and greatest brand on the market; it can't be that new brand that came out of the wood works to shake the auto industry to its core. But it can be the brand that both our grandfather, mother and ourselves rely on.
Volvo has changed since the following 1963 ad, but where it hasn't changed is in its goal of bringing power, luxury and safety together as one. Its stronger; it's faster; it has more technology and features than ever before, but Volvo still lives by its traditions and founding ideals of having a car with all its drivers and passenger's wants and needs met.
Compare and contrast the 2015 Volvo S60 Sedan to your grandfather's car at Volvo of Burlingame in Burlingame, CA. See for yourself how Volvo has strived to create vehicles that bring together the past and the present, what was to what is and will be.